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positioning statement - PowerPoint PPT Presentation

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Broadcast Advertising. Positioning Statement. States how the consumer should perceive your product/client. “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in the market.”. Copy Platform. The theme that runs throughout the campaign. Will appear in all advertising.

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Presentation Transcript
positioning statement
Positioning Statement
  • States how the consumer should perceive your product/client.
  • “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in the market.”
copy platform
Copy Platform
  • The theme that runs throughout the campaign.
  • Will appear in all advertising.
  • Reflects the positioning statement.
  • May be a slogan.
  • “Bullets and booze to go.”
creative planning
Creative Planning
  • Spots have to “resonate” with the consumer.
  • To make the consumer understand the message – the advertiser must understand the consumer.
  • The first few seconds of the spot have to be powerful. Grab the attention.
  • The Hook.
creative planning5
Creative Planning
  • Keep it simple.
  • One idea per spot.
  • It can be price, quality, quality, convenience, etc.
  • But only one.
commercial formats
Commercial formats
  • Dramatic
    • Short plays
      • Exposition – sets the stage
      • Conflict – what’s the problem?
      • Rising action – complications
      • Climax – problem is solved – product is the hero
      • Resolution – repeat the selling points
creative planning7
Creative Planning
  • Problem – solution
    • Sometimes uses the dramatic element
  • Demonstration – TV – show the product in use
  • Interview – some are real – some scripted
creative planning8
Creative Planning
  • Testimonial
    • Uses celebrities
    • Phrased in the first person.
    • “I use the product…”
      • Must be bona fide user of the product
      • Average person must obtain same results
      • “Experts” must be experts
      • If organization – consensus must be reached
      • Any material consideration must be revealed
creative planning9
Creative Planning
  • Spokesperson
    • Common character or person in all ads
    • Does not claim to use product
    • May be real or fictional
  • Symbolism
    • When the product is difficult or impossible to visualize or show
creative planning10
Creative Planning
  • Direct comparison
    • Not before 1970 – used “Brand X”
    • Heavily scrutinized
    • Difference must be verifiable
    • Superiority must be clear
    • Reinforces brand loyalty
    • Viewed negatively when brand leader uses comparison against smaller brands
    • Consumer may remember wrong product
creative planning11
Creative Planning
  • Appeals
    • Emotional appeals are stronger than logical appeals
    • Emotional appeals are related to psychological needs
    • Maslow’s hierarchy of needs
emotional appeals
Emotional appeals
  • Security appeal
    • Safety and security
    • Medications, vitamins, etc.
    • Uses cognitive dissonance
    • Threat or fear of bad breath, hair loss, dandruff, body odor, etc.
  • Sex appeal
    • Using the product will attract the opposite sex
emotional appeals14
Emotional appeals
  • Love and sentiment
    • Associated with a close and happy home life
    • Baby products, pet products, foods, cameras, greeting cards
  • Humorous appeal
    • Very difficult
    • Humor may obscure the message
    • If it’s not funny…
emotional appeals15
Emotional appeals
  • Convenience
    • Saves time and effort
    • Even if two products are equal in quality, price, etc. – convenience can sell one.
  • Curiosity
    • Appeals to our desire to explore the unkown or the unusual
emotional appeals16
Emotional appeals
  • Ego appeal
    • Desire for status
    • For comfort items, luxury items, big ticket
    • Credit cards, luxury cars, designer clothing
  • Hero worship
    • Uses athletes, celebrities
    • You will be like your hero, if you use the product
emotional appeals17
Emotional appeals
  • Sensory appeals
    • Appeal to one of the five senses
commercial writing
Commercial writing
  • Keep language simple, concise and concrete
  • Write as you speak
    • Use pronouns
    • Informal – but not slang
  • Simple sentences
  • Active voice
  • Language that is descriptive
commercial writing19
Commercial writing
  • Identify the selling points and repeat them
  • Avoid numbers in broadcast copy
    • Phone numbers are not easy to recall unless they form an acronym
    • Make numbers understandable
    • No a.m. or p.m.
    • Give a referent
commercial writing20
Commercial writing
  • In radio – you are speaking to an individual
    • Radio is a personal medium
    • Difficult to reach listeners because of sweeps.
commercial writing21
Commercial writing
  • Attention
  • Interest
  • Desire
  • Action
commercial writing22
Commercial writing
  • Weasel words
    • “helps control dandruff with regular use”
    • “leaves dishes virtually spotless”
    • “the lady has taste”
    • “Listerene fights bad breath”
    • “you can be sure if it’s Westinghouse”
    • “Ford LTD is 700% quieter”